Compete Blog: Is Customer Service the New Marketing?
Through a special arrangement, presented here for discussion is an excerpt of a current article from the Compete Blog. Compete Inc. is a web analytics company that focuses on understanding how consumers use the internet.
Many marketers are evaluating what role customer experience and customer service should have in their 2013 marketing goals. The answer is not cut and dry, but depends on what is best for the company.
Today’s consumers tend to base purchasing decisions on social media, reviews and referrals from friends. They are interested in marketing, but only if it matches their expectations about the brand. Customer service is one of the best avenues to directly influence this perception.
I moderated an online debate, "Is Customer Service the New Marketing?" with four experts in the field: Shep Hyken, Jon Miller, Micah Solomon and Denis Pombriant. These best-selling authors, professional speakers and thought-leaders discussed the changing roles of customer service, marketing and how companies can accommodate these changes.
Some key takeaways from the discussion include:
Marketing and customer service should be leveraged together: The boundaries of marketing and customer service departments are breaking and marketers should not feel forced to choose one or the other. The two can be combined creatively, for example, by retweeting an interesting customer service interaction on Twitter or asking service agents to collaborate on buyer persona development.
Mirroring customer expectations with customer service is important: The experts emphasized that mirroring customer expectations doesn’t always mean creating a consumer-centric company like Zappos. For example, Walmart took action after negative customer feedback on in-store service experiences. After spending time, money and resources to improve those customer service reports, Walmart did see their customer satisfaction rates increase — but their revenue didn’t. Why? Because customers don’t go to Walmart for the service, they go for the low prices and selection.
Implement customer-centric culture from the top down: In order to create Zappos-level customer service, the change needs to be directed at the C-level. The changes must be backed by resources and a commitment to improve outcomes and processes based on the interest of the customer.
With purchase decisions more closely tied to social media, reviews and referrals from friends, should marketing be more closely leveraged with customer service? What are the challenges in linking in-store and online engagement experiences to a retailer’s overall marketing message?